Christmas: A Perfect Expectation Of Christmas And The Christmas Period

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Christmas is traditionally seen as an annual religious event to commemorate the birth of Jesus Christ but has increasingly become a substantial part of society and culture as a whole - celebrated in more than 160 countries by more than two billion Christians and non-Christians (O’Brien, 2016). Consumer spending during the Christmas period is more substantial in some countries compared to others – for example the average British family spends £821.25 during the Christmas period compared to the European average of £532 (Clarke, 2017) - but consumption during the lead up to the Christmas period is second to no none on the retail calendar in many countries around the world. The festive period of Christmas not only brings about staples and motifs of the event such as Santa Claus, Christmas trees and stockings, mistletoes and the like but also joyous celebrations and traditions such as the exchanging of gifts and larger family reunions which bring about further spending (Unity Marketing, 2015). The primary reason for the Christmas period being imperative to consumer research is because it is embedded within two other events – Boxing Day and Black Friday – where discounts and sales are abundant, and both events being when consumption is at it’s utmost highest. (Young, 2017). Therefore, it is quite surprising to see how the Christmas period specifically gains traction and steam, being wedged in between these two other prodigal events and this is why I’d recognise it as being a

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